Consumers continue to crave “natural” when it comes to personal care. Their appetites
are satiated by naturally inspired SKUs as well as brands that offer no comprises when
it comes to their final formulations.
IN 2014, consumers can shop for “natural” personal care just about anywhere, from their local independent organic shop to luxury department stores to the worldwide web. what they
buy varies greatly too, from products that incorporate just a smattering of natural ingredients to sKUs from marketers that vow
to make no comprises when it comes to what’s inside their final
Market research firm Kline & Company divides the natural
personal care space into two camps: truly natural and naturally
inspired, with the latter accounting for 55% of the total market.
Both sides are fueling performance. The global
natural personal care market posted a healthy
10.6% increase to reach $29.5 billion at the manufacturers’ level in 2013, noted Kline & Company,
which has published a new market brief on the
sector. According to Kline, growth within mature
markets remains impressive as exemplified by a 7%
increase in the Us alone.
steve French, managing partner at the Natural
Marketing Institute (NMI), pointed to another positive sign in its 12th annual report on the Us LoHAs
(Lifestyles of Health and sustainability) market.
“we have seen numbers come back very strong
in terms of consumers’ willingness to pay for environmentally friendly products; back above recession
levels,” he told HAPPI.
According Carrie Mellage, vice president of
Kline’s Consumer Products practice, while the dou-
ble-digit growth numbers of year’s past may be gone,
“a focus on new natural ingredients, the opening of
new channels of distribution, and consumer move-
ment demanding greater transparency in labeling, are
stimulating the industry.”
Boasting more than 370 stores in the Us, UK and Canada, whole
Foods Market has more than 4,000 products that have been ap-
proved under its Premium Body Care standards—more than
triple the 1,200 products that it started with when the standards
were launched in March 2008. And while personal care products
carried in whole Foods shops that make an organic claim must
be certified by either the UsDA or meet NsF/ANsI 305 organic
standards, the retailer is asking for more. By 2018 every product
in whole Foods Market’s Us and Canadian stores will be labeled
to indicate whether they include genetically modified organisms
(GMos)—including personal care products.
“GMo is big topic and cosmetics aren’t immune,” said Cara welch, who as sVP of scientific and regulatory affairs, oversees the Natural
seal program at the Natural Products Association
According to NMI’s data, more than one-third
of consumers are concerned about GMos. while
much of the GMo talk centers on food right now,
more personal care marketers have started to call
out their status to consumers.
For instance, there are no GMos in Jasön’s
Dandruff relief 2-in-1 Treatment shampoo and
Conditioner, a dual-action dandruff solution is formulated to fight flakes, cleanse and condition both
the scalp and hair, while controlling scalp dermatitis
and mild psoriasis. Fortified with zinc pyrithione as
well as jojoba, babassu, olive oil and wheat protein,
it can be found at whole Foods Market, Ulta Beauty
Christine Esposito • Associate Editor
Güd from Burt’s Bees has
a new scent offering called